Weekly Newsletter - 15.08.2024

Your competitors are crushing it on TikTok, are you?

Have you finalized your marketing budget for the upcoming peak shopping season? Before you commit, consider this: TikTok has proven to be a game-changer in the eCommerce space that marketers cannot afford to ignore.

Every supplement marketer dreams of maximum visibility and conversions during peak shopping periods. While this goal remains constant, the playing field is evolving rapidly.

Numerous brands have already tapped into TikTok’s potential. In fact, Fospha reports that TikTok commands an average of 10% of its customers’ marketing budgets, a clear indicator of its growing significance.

What makes TikTok unique is its ability to attract new customers - 70% of purchases driven by TikTok come from first-time buyers. To truly leverage this platform, brands must create trend-driven and organic-in-appearance content that authentically resonates with TikTok's vibrant culture.

However, measuring the true impact of TikTok presents a challenge. Traditional metrics often undervalue its contribution to a brand's overall success. Fospha’s analysis suggests that TikTok deserves 22X more credit than traditional methods suggest.

This dynamic platform has the power to drive exceptional results for your brand if you adopt a strategic approach and refine your measurement techniques.

CONSUMER INSIGHTS
Psychographic Segmentation Boosts Trust in Dietary Supplements, Survey Reveals

Pure Branding leverages psychographic segmentation to capture consumer sentiment. Yadim Medore, founder and CEO of Pure Branding, recently shared insights from a survey examining consumer trust and perceptions. The findings revealed a significant decline in trust towards the medical system, with only 7% rating it as "excellent" post-pandemic, down from 14% in 2020. Conversely, negative sentiment surged, with 13% now viewing the system as "extremely corrupt and harmful." In stark contrast, trust in the dietary supplement industry has risen, with 33% of consumers reporting increased trust. Key factors driving this trust include truthful labeling and product safety verification.

Medore emphasized the importance of understanding consumer attitudes beyond mere demographics. He noted that a third of consumers consider themselves well-informed about supplements, advising brands to avoid condescension towards this savvy audience. The survey explored a broad spectrum of factors, from financial health and politics to health attitudes, supplement usage, and views on integrative medicine. Medore highlighted that psychographic segmentation—focusing on beliefs, attitudes, and behaviors—provides a more nuanced understanding than traditional demographic segmentation.

The research underscores that attitudes and behaviors often transcend generational lines. Medore pointed out that not all millennials, boomers, or Gen Zs think alike, and brands should recognize these cross-generational similarities. The objective was to gain a comprehensive understanding of U.S. supplement shoppers through a census-balanced market size analysis.

For more insights on the research, driving factors, and segmentation, tune into the NutraCast. If you enjoy the podcast, consider leaving a review and subscribing on Apple, iTunes, Spotify, or your preferred platform.

BUSINESS NEWS
Mary Beech Joins Thorne as Chief Growth Officer

Thorne has appointed Mary Beech as Chief Growth Officer to lead marketing and ecommerce efforts. Beech, with extensive experience in brand marketing, aims to enhance Thorne's market presence and customer acquisition. Her background includes roles at Scholastic, Sarah Flint, Kate Spade, and Disney.

INNOVATIVE SUPPLEMENTS
Whey Protein Powder Designed to Stabilise Blood Sugar While Building Muscle

Gluco Pro Protein is a new whey protein powder formulated to help stabilize blood sugar levels while supporting muscle growth. Developed by GlucoGenetics, this product is aimed at individuals with diabetes or pre-diabetes, offering a unique blend that combines traditional muscle-building benefits with blood sugar management. The protein powder includes ingredients known to improve insulin sensitivity and reduce blood glucose spikes. This dual-purpose supplement is designed to enhance fitness outcomes while promoting better glycemic control.